1st February 2007

CELLCAST APPOINTS STEVE LAZARUS AS SUMO.TV'S COMMERCIAL DIRECTOR

Cellcast plc (AIM:CLTV), the global interactive digital broadcaster, today announces with immediate effect the appointment of experienced entertainment executive Steve Lazarus as SUMO.tv’s Commercial Director.

Steve Lazarus has worked for over thirteen years at a senior level for market-leading media and entertainment companies such as Warner Music (Director of Business Affairs), Carlton Television (Controller of Business and Legal Affairs) and Celador International (Commercial Director).  He has been personally responsible for the record company business affairs of major recording artists such as Seal and Cher, as well as a number of record labels that included WEA Records, ZTT Records and Blanco Y Negro Records.  Steve has negotiated and closed successful international television properties such as Who Wants To Be A Millionaire?, Roobarb & Custard and You Are What You Eat, and has successfully pitched formats and programmes to global brands such as Coca Cola, Microsoft and Vodafone.  He will continue to run Lazarus Consulting Limited, which he founded in 2005.

SUMO.tv is the world’s first user-generated content (“UGC”) television channel (broadcast on Sky Channel 146 in the UK) with an integrated website (www.SUMO.tv) and mobile services.  It plans to offer users uploading content the opportunity to receive a percentage of the revenues that may be generated.  Viewers will be encouraged to submit content to the channel’s formats which will include talk shows, game shows, talent shows, reviews, and citizen journalism.

In his role as Commercial Director, Steve Lazarus will be responsible for developing strategic relationships with broadcasters, film and television production companies, mobile operators and other online media companies, securing content for the website and the channel, and introducing SUMO.tv to media agencies and the brands that they represent with a view to generating sponsorship revenues and the creation of advertiser funded programming.

Welcoming the appointment, Andrew Wilson, CEO of Cellcast, said: “Steve is a highly talented and experienced executive, with strong execution skills.  He brings a wealth of industry relationships to SUMO.tv and will ensure that we continue to capture fresh opportunities in this fast growing consumer entertainment sector.”

Steve Lazarus said: “The recent success of YouTube and MySpace has placed UGC firmly on the map.  SUMO.tv is only two months old, and it is already generating significant traffic via its website and interest through both broadcast and mobile content mediums.  We can give brands, content owners and other media companies the chance to participate in the sector’s phenomenal growth, furthering their business objectives in a truly creative and cutting edge environment.”

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Notes:

Cellcast plc

Cellcast plc (AIM:CLTV) is a leading international provider of participation television applications and interactive mobile content in the fast-growing multi-platform digital entertainment sector. Headquartered in London, with associated operations in Paris, Beirut, Mumbai, Miami, Hong Kong and Sao Paulo, Cellcast’s applications and programming are distributed on the Sky Digital and Freeview platforms in the UK and broadcast partners include Canal+ in France; STB in Ukraine; Future TV, Dubai Television and Rotana TV in the Middle East; Sony and Sahara TV in India; TVS-3 in China; TV3 in Malaysia; and Rede TV and Banderantes in Brazil

Cellcast’s revenues streams are independent of both advertising and subscription fees. With a network of revenue sharing agreements with telecommunications carriers and aggregators across five continents, Cellcast receives a share of the call revenue every time a consumer uses a mobile or fixed-line phone to participate in its interactive entertainment, revenue which is retained or shared with its broadcast partners. Cellcast’s programme formats and proprietary Interactive Platform (CIP) also facilitate delivery of content to mobile phones, the internet and broadband-delivered IPTV. This enables viewers to continue participating in a programme away from the TV, generating 24/7 revenue opportunities.

Cellcast joined the AIM market of the London Stock Exchange on 21 September 2005 and launched SUMO.tv on 28 November 2006.

SUMO.tv

SUMO.tv is the world’s first user-generated content (“UGC”) television channel (broadcast on Sky Channel 144 in the UK) with an integrated website (www.SUMO.tv) and mobile services.  Uniquely, it offers anyone uploading content to the website the chance to have their material broadcast on national television.

Furthermore, SUMO.tv offers viewers the opportunity not only to create content, but also to participate in the shaping of live TV shows through the integration of texting, webcams, video messaging, and 3G streaming.

SUMO.tv currently features a 24-hour mix of UGC, short form and classic cult content, and will regularly feature the best UGC in the world, as well as submissions by the Sumo.TV community.

The amount of UGC content will increase steadily as the channel matures, and over the next few months Cellcast plans to roll out proprietary interactive UGC formats which not only showcase the best UGC, but also by their nature encourage viewers to submit content.  These will include talk shows, game shows, talent shows, reviews, and citizen journalism.  Cellcast will, during 2007, commence through license deals and joint ventures the international roll-out of the SUMO.tv channel.